Consumers' perception of organic food in Kota Kinabalu

Fong, Jason Chung Theang (2006) Consumers' perception of organic food in Kota Kinabalu. Universiti Malaysia Sabah. (Unpublished)


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The objective of this study is to determine consumers' perception on organic food in Kota Kinabalu area. This study is done by conducting survey in two of Kota Kinabalu's most visited shopping complex, Centre Point and Wisma Merdeka. The data obtain from the survey were analysed using the program Statistical Package for the Social Science (SPSS). 206 consumers participated in the survey but only 159 know about organic food. Majority of the respondents (21.4%) perceived that organic food is free from pesticides and herbicides. Educational level (X2 = 26.504, df = 4, P = 0.00) and total monthly household income X2 = 31.097, df = 5, P = 0.00) is found to have influence on respondents' awareness towards organic food. Only 28.9% out of 159 respondents bought organic food in the past 12 months. Frequency of respondents which bought organic food for the past 12 months, were analysed with education background and total monthly household income. It is found that educational background (X2 = 28.507, df = 4, P = 0.01) and total monthly household income (x2 = 41.926, df = 5, P = 0.00) do affect respondents' choice of organic food. Total monthly household income affects repondents' acceptance on organic food premium (x2 = 89.287, df= 5, P =0.00). Almost half (45.1%) of respondents refrain from buying organic food stating that organic food is expensive. 41 respondents were willing to pay slightly more for organic food premium, which 48.8% of them stated that they were willing to pay the surcharge to the extend of 50%. It can be concluded although consumers in Kota Kinabalu have positive beliefs about organic food, percentage of consumers that buy organic food is still low.

Item Type: Academic Exercise
Uncontrolled Keywords: consumers' perception, organic food, shopping complex, expensive
Subjects: T Technology > TX Home economics > Nutrition. Foods and food supply
Divisions: SCHOOL > School of Food Science and Nutrition
Date Deposited: 19 Nov 2013 07:28
Last Modified: 11 Oct 2017 01:47

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